Happy February!
If you live in the USA, this means every store you go into will be covered in pink and red hearts. All of your TV, radio and print advertisements will mention the word love and sappy romantic music will be near impossible to escape.
In this month celebrating love, let’s talk about relationship building with your customer. The way you approach customer relationships can be similar to dating. A lot of companies go in for the sale too soon. Even though the average B2B buying cycle is usually months long, many companies have a “buy now” approach in their interactions with customers.
One way to improve your odds and your likeability factor is to use a welcome sequence. A series of autoresponders set up to introduce your company to the customer.
Welcome Sequence Establishes Your Relationship
Think of the welcome sequence as a series of coffee dates. You’ve met the person briefly, and they’ve expressed an interest in you. But, you don’t know much about them. You don’t know where they see themselves in five years or if they’re looking for a long-term relationship right now.
A potential buyer is very similar. An acquaintance mentioned your company, like a colleague or someone else in your industry. This is enough for them to visit your site. Then, they express an interest in your company by downloading a case study or attending a webinar you hosted. But beyond their first name and email address, you don’t know much about them.
Now, it’s time to get to know them better. The welcome sequence after attending a webinar or signing up for a lead magnet shouldn’t immediately go for the sale.
If you proposed during a first date, most likely your companion would run screaming in the other direction. When you immediately ask for the sale, or even a demo with a sales rep, it’s the same thing.
This person isn’t ready to commit the resources of their company to buying your product. They’re probably not ready to have the buying conversation yet. They know they’ll need a new system that you produce, and are interested in learning more about your company and what you have to offer.
First Message-A Thank You
The welcome sequence lets them know more. First, you’ll let them know you’re glad you met. This is a variation on, “Thanks for downloading our eBook or attending our webinar. We hope you enjoyed learning…”
Next, you’ll let them know where they can find out more about your company. For example, “I know you downloaded our case study. Here’s a little bit more about our company…”
After several dates (messages) you can ask to get a bit more serious (Are you interested in a demo?). If they don’t answer yes, it doesn’t mean they’re not interested in continuing the relationship, but it might be a bit too fast for them. Ask them for further clarification (would you answer this survey so we can serve you better?)
The “welcome sequence” can be as long or short as you need it to be. You might have a sales cycle of several months. After a few messages over a week, cut down how often you send. Always remember to provide value in your messages.
A well-crafted welcome sequence can let your prospect know about your company, your background and your solution before they ever get on the phone with a sales rep.
Are you ready to start establishing a long-term relationship with your prospects? Contact us today for your free consultation and receive actionable advice on how to start setting up your nurture sequence.